The Challenge

We needed to capture the rebellion, energy, and authenticity of those early rockers who challenged social conventions. The visual identity had to not only represent the delicious experience of the hamburgers but also pay homage to the idea that every bite is a declaration of independence, a reminder that rebellion always tastes better.

Type of Project​

New Brand




Manizales, Colombia

The Process

We understood the importance of building a community, prioritizing their needs and interests from the outset. With this in mind, we developed a brand strategy that guided Juicio in future decision-making. Similarly, we provided it with a visual identity that would be the flagship for communicating those decisions.

What did we do?

Research and Analysis​

Brand DNA​

Brand Personality​

Tone of Voice​

The Result

We created a simple yet powerful logo that evokes the aesthetic of 1950s diners, which also doubles as a monogram with the “J”. We intertwined an uncomplicated and rebellious personality to create a insurgent identity that proudly embraced being the black sheep of the family. All of this was graphically translated into a comprehensive system of key messages, seals, colors, typography, and unique photography style.

What did we do?

Brand Essence​

Mission, Vision, and Value Proposition​

Brand Look and Feel​

Packaging Design

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